elizabeth mcguane: content for change

7/31/2019 Elizabeth McGuane: Content for Change

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C o n t e n tf o r c h a n g e

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content strategy

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Well get to that.

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Thisis yourorganisation

Image: Tang Yau Hoong

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http://www.flickr.com/photos/tangyauhoong/with/6588696837/http://www.flickr.com/photos/tangyauhoong/with/6588696837/


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Communications=what we see above the line

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C o n t e n taffects the entireorganisation

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Why?

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Its your people

Photo: Greg Peverill-Conti

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http://www.flickr.com/people/gregpc/http://www.flickr.com/people/gregpc/


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Its your processes

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Its your audience

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Its everythingwe see about your story

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This thing calledcontent strategy?

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...anything that conveys meaningfulinformation to humans is called content.

but ...[organisations] with hundreds

or thousands of pieces of online content needsomeone who can stand back and figure out

what all that content should communicate.

- Erin Kissane

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CS is aboutall of the mess

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And its all

getting messier

all the time

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But thats only onehalf of the mess

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The rest of themess

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People are messy

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This guy again.

Photo: Greg Peverill-Conti

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http://www.flickr.com/people/gregpc/http://www.flickr.com/people/gregpc/


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And what he does.

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Context is king.

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Your best stories

depend onyour organisation

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The behind-the-scenes

contexts matter most too

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OK, back to these guys

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People want stories.

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Its how to get them to listen -

and keep listening - thatshard

If your idea ends with andthen we drive traffic to it,

youve failed.Whatconsumesme.com

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But we

fearl o s i n g

control

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In reality,

c o n t r o lisnt ours

to lose

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Of course,

thats notquite true

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what you can do

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Communicationtravels two ways

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First, you

need tounderstand

user context

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We all makeassumptions

Assumptions about reader context - however

well researched - will never be perfect.

- Erin Kissane

Quit thinking you can just guess what subset of

content a mobile user wants. Youre going

to guess wrong.

- Karen McGrane

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Dont assume.

Listen instead.

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things to listen

to

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activism &

audience

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All content is inertuntil it is useful

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What inspiresimagination?

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These

aregame-changing

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C h a n g e

b e y o n d

campaigns

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Managing this

much contenttakes planning

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So real change means

organisationalchange

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Anecdotage

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A story about

letting go ofcommand + controlThere's a lot of worry about the lack of control

- what happens when you let things go live.People worry about giving their marketing

teams license to speak for the brand.

- Shelley Gregory-Jones

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How they got there

Empowered by a rebrand - It gave usleverage

Subject-matter content audit - todetermine quality and match content to

audience

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With our science content, I thought 'oh, that

content is fine, I dont have to worry about it'

but the audit and analytics showed otherwise.

There were instances of our message across

the site but no one concise message

anywhere.

- Jo Kerr

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To redo the science content, I brought in an

audiologist, had him sit down and said "Explainit to me like I'm doing my GCSEs".

- Jo Kerr

Expert use of

experts

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Why it worked

Ownership and empowerment

We were told it had to be good -but had to define for ourselves whatgood was

Set up analytics goals themselves,got a bit obsessed

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It's all about being smarter with the resourcesyou have.

And you need to hire people for whom

content is their "thing". Otherwise it won'twork.

- Jo Kerr

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"We have freedom, we have to use it to best

effect - it's all a bit frightening, how do we

know we're doing the right thing? But if you

make even one thing better and everythingelse stays the same, it's worth the effort."

- Jo Kerr

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U s i n gt h e t o o l s

you have

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What we

recommend

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Non stop strategy


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1

2

3

4 CONTENT

AND

EDITOR

IAL

STRATE

GY

Auditing

Planning

Delivery

Measurement

Non-stop strategy

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Audits

The unavoidable first (and never-ending) step

It will debunk the deepest beliefs

you have about your website

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Testing

Do this as lightly as you have to or asthoroughly as you can

Use testing to define your users - anddevelop personas, if you like

Try to set personas for each

organisational area so you havesomething external to measure

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Measurement

Get to know Google Analytics - orwhatever tool you use

But remember, its not really aboutthe numbers

Its the insights they reveal

And above all, the changes youmake as a result

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Editorial calendars

People will not just come and tellyou what their plans are

Everyone thinks their content is toppriority

If you dont have a plan, you cant

show them where they fit in thehierarchy of needs

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Conversations

Still using social media just for PR?People can tell

Use it to talk directly people, to findout where & how theyre talking to

each other

Be willing to take risks

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Think beyond web

Your story is not just happening onthe web, or on mobile or tablet

Get data from outlets if you havethem, from people who post in

donations, from forums

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What all that means

Figure out what you have

RewriteListen to your audience

Talk to your audience

Analyse their responses

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Theres a lot more

to say.

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Please ask.

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with thanks toJo Kerr, Owen Booth &

Shelley Gregory-Jones

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A b o u t

Me : E l i z a b e t h Mc G u a ne

Content strategy: LBi.co.uk

Writing: mappedblog.com

T w i t t e r : @ e m c g u a n e

elizabeth mcguane: content for change

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